The purpose of the online Ruchkator tool is to enable Bulgarian citizens to demand active action from the institutions on a pressing public issue. The platform gives a voice to people with an active position and an instrument to attract the attention of politicians by virtual "poking" them. In its first campaign, Ruchkator raised 400,000 (and now 516,000) pokes in just 1 month, asking for state funding for the Safer Internet Centre (SIC), which protects children from online bullying and abuse.

Bulgarian parents, activists, the general public, and all citizens with an active civic position on issues of public importance in the field of child and family rights and well-being.

Ruchkator is an ever-present tool for citizen advocacy with politicians and institutions. It has been actively communicated for 1 month (between March and April 2023) for its first campaign on a publicly relevant topic - government commitment to children's internet safety.

Saatchi & Saatchi developed the creative concept for a web platform that would be an easily accessible tool for demanding action from politicians and institutions. It implemented the production of the platform: web design, UI, UX and web development of the platform - https://nmd.bg/ruchkator/. It designed the key visuals for the promotion of the first cause in Ruchkator - state funding for the Safer Internet Centre (SIC). Supported the communication campaign with media planning and promotion of social media posts and Google campaign. The implementation provided an opportunity for citizens to poke the Deputy Minister of Education and Science, the Prime Minister and the Deputy Prime Minister and with nearly 400,000 pokes to request government funding for SIC. The platform has a long-term application for various public cases, allowing quick updates to a new cause and the politicians responsible for the solution.

In 1 month, 400 000 pokes were collected. Today they are 516 000. The campaign gained 2,336,008 impressions, 186,711 post engagements and 400 000 users reached. Because of the wide public response, TV reports, and 20 media publications, the National Network for Children was invited by the Ministry of Interior Affairs to discuss opportunities for government funding for the Centre. State funding for SIC remained a significant topic after the campaign, reaching a total of 70 articles in 2023.